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Zürich | +41 44 254 6400
The Power of Social Media
Alexandra Fulford
@Pharmaguapa
− 3 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Social media saves lives
− 5 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Let us follow a patient through her journey …
Patient has
symptoms
GP examines
patient
GP
misdiagnoses
patient
− 6 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
She will search for information …
− 7 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
…And she may proactively ask her network for help
− 8 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Better informed she returns to the doctors
GP examines
patient
Patient
diagnosed
Refer to
specialist
− 9 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Armed with her diagnosis she continues to look for
information …
− 10 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
But her doctor may only have informed her of the
key bits of treatment information
− 11 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Once diagnosed she may receive treatment …
Patient receives treatment
− 12 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
... And explore what her treatment options are
− 13 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
But what if there is no real treatment?
Patient receives treatment
− 14 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Then she may turn to social media to find trials …
− 15 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Or fundraise or lobby to improve her options
− 16 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
So what does this mean for pharma?
− 17 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Increase sales by increasing the patient pool
Patient has
symptoms
Drive patient
awareness
− 18 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Get patients on your products faster …
GP examines
patient
Provide diagnostic
support
− 19 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
… and in the process improve relationships with
HCPs
GP examines
patient
Refer to
specialist
Support HCP networking and use of
social media
− 20 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Improve patient outcomes and adherence
Patient
diagnosed
Provide HCPs and patients with disease
information and support
− 21 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Speed up research and development …
Patient receives
treatment
− 22 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
… and improve approval and access
Patient receives
treatment
Help empower patients to take action
− 23 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Enhance your corporate reputation
Be present
and provide
reputable and
valuable
information
− 24 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Social media is a truly powerful channel for all of us
Be part of
− 25 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media
Thank you!
For further questions or more information
please contact me:
Alexandra.fulford@zsassociates.com
@Pharmaguapa

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The Power of Social Media

  • 1. Zürich | +41 44 254 6400 The Power of Social Media Alexandra Fulford @Pharmaguapa
  • 2. − 3 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Social media saves lives
  • 3. − 5 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Let us follow a patient through her journey … Patient has symptoms GP examines patient GP misdiagnoses patient
  • 4. − 6 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media She will search for information …
  • 5. − 7 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media …And she may proactively ask her network for help
  • 6. − 8 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Better informed she returns to the doctors GP examines patient Patient diagnosed Refer to specialist
  • 7. − 9 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Armed with her diagnosis she continues to look for information …
  • 8. − 10 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media But her doctor may only have informed her of the key bits of treatment information
  • 9. − 11 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Once diagnosed she may receive treatment … Patient receives treatment
  • 10. − 12 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media ... And explore what her treatment options are
  • 11. − 13 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media But what if there is no real treatment? Patient receives treatment
  • 12. − 14 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Then she may turn to social media to find trials …
  • 13. − 15 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Or fundraise or lobby to improve her options
  • 14. − 16 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media So what does this mean for pharma?
  • 15. − 17 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Increase sales by increasing the patient pool Patient has symptoms Drive patient awareness
  • 16. − 18 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Get patients on your products faster … GP examines patient Provide diagnostic support
  • 17. − 19 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media … and in the process improve relationships with HCPs GP examines patient Refer to specialist Support HCP networking and use of social media
  • 18. − 20 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Improve patient outcomes and adherence Patient diagnosed Provide HCPs and patients with disease information and support
  • 19. − 21 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Speed up research and development … Patient receives treatment
  • 20. − 22 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media … and improve approval and access Patient receives treatment Help empower patients to take action
  • 21. − 23 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Enhance your corporate reputation Be present and provide reputable and valuable information
  • 22. − 24 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Social media is a truly powerful channel for all of us Be part of
  • 23. − 25 −© 2015 ZS Associates | CONFIDENTIAL SMI_The power of social media Thank you! For further questions or more information please contact me: Alexandra.fulford@zsassociates.com @Pharmaguapa

Editor's Notes

  1. Very brief intro slide – probably will not show slide - will talk to this on the title slide. Questioning what is the real value of social media. Will tailor based on what others were talking about e.g. “We heard earlier about …”
  2. This slide discusses the biggest impact social media can have – namely through saving lives. Talk about how we are all here to help improve and save patient’s lives – and social media empowers us, as well as all our stakeholders, to do this in a new, impactful way. - MESSAGE – don’t just think about push marketing when you look at social media – remember it’s true value & why we are here – it’s all about the patient and being patient centricity. Plus – our stakeholders are engaging already – we have a responsibility to be part of the conversation http://www.savingcase.com/ http://www.slate.com/articles/double_x/doublex/2011/07/how_facebook_saved_my_sons_life.html http://www.link-assistant.com/blog/how-social-media-saved-my-life/ http://www.dailymail.co.uk/health/article-1362553/Facebook-saved-life-Leukaemia-boy-4-diagnosed-father-posts-rash-picture.html http://cen.acs.org/media/slide-show/2013/04/cen-09119-cover1-Slide1CopyElaprasecxd-sld1.html
  3. Very brief slide going through basics of the patient journey, positioning this as the structure for the bulk of the presentation. Flash Dr Google up quickly to mention the new digital dimensions to this journey. 1 in 10 / 1 in 17 people will suffer from a rare disease – average diagnosis time is 5 – 7 years (UK – US).
  4. Awareness raising best known – drive people to get diagnosed Checking symptoms online (before or after seeing doctor) http://www.cbsnews.com/news/kawasaki-disease-diagnosed-on-facebook-saves-young-boys-life/ https://www.pinterest.com/pin/245375879669844322/
  5. Reaching out to network – or indeed networking reaching out to patient http://www.cbsnews.com/news/kawasaki-disease-diagnosed-on-facebook-saves-young-boys-life/ https://www.pinterest.com/pin/245375879669844322/
  6. Next step in patient journey
  7. Wikipedia of course plays a big role in providing information But issue is also that doctors don’t have enough time to provide all information. 33% of patients diagnosed with rare disease felt that the way diagnosis and information was delivered was unsatisfactory. Doctor’s don’t have time to provide anything but basic treatment information – rarely having time to talk about lifestyle changes etc. in depth. Patient associations and other patients & patient resources provide information that patients need – as well as support with the diagnosis http://www.mindbodygreen.com/0-12913/what-doctors-wont-tell-you-about-autoimmune-disease.html
  8. Wikipedia of course plays a big role in providing information But issue is also that doctors don’t have enough time to provide all information. 33% of patients diagnosed with rare disease felt that the way diagnosis and information was delivered was unsatisfactory. Doctor’s don’t have time to provide anything but basic treatment information – rarely having time to talk about lifestyle changes etc. in depth. Patient associations and other patients & patient resources provide information that patients need – as well as support with the diagnosis http://www.mindbodygreen.com/0-12913/what-doctors-wont-tell-you-about-autoimmune-disease.html
  9. Treatment – not speaking to anything on this slide – just a step slide
  10. Looking for product information but also getting input from other patients, getting support etc. http://www.medicaldaily.com/social-media-viral-videos-help-researchers-find-patients-rare-diseases-clinical-trials-277732 Aug 2014: the ALS Association had received $53.3 million since July 29, compared with $2.2 million by that time last year. To put it in perspective, the National Institutes of Health’s yearly budget for ALS research is $40 million. Other ALS charities are also benefitting similarly from the campaign. http://www.technologyreview.com/news/530321/how-als-could-benefit-from-a-flood-of-new-funding/
  11. Step slide – nothing to present
  12. Talking about finding clinical trials but also organising patients to set up trials as well as researchers finding patients for trials http://www.medicaldaily.com/social-media-viral-videos-help-researchers-find-patients-rare-diseases-clinical-trials-277732 Aug 2014: the ALS Association had received $53.3 million since July 29, compared with $2.2 million by that time last year. To put it in perspective, the National Institutes of Health’s yearly budget for ALS research is $40 million. Other ALS charities are also benefitting similarly from the campaign. http://www.technologyreview.com/news/530321/how-als-could-benefit-from-a-flood-of-new-funding/
  13. ALS – example of how social media raised substantial money Patient lobbying resulting in product approval (Lemtrada) http://www.medicaldaily.com/social-media-viral-videos-help-researchers-find-patients-rare-diseases-clinical-trials-277732 Aug 2014: the ALS Association had received $53.3 million since July 29, compared with $2.2 million by that time last year. To put it in perspective, the National Institutes of Health’s yearly budget for ALS research is $40 million. Other ALS charities are also benefitting similarly from the campaign. http://www.technologyreview.com/news/530321/how-als-could-benefit-from-a-flood-of-new-funding/ http://www.mobilehealthglobal.com/in-the-news/news/107/epatients-changing-healthcare-with-technology http://www.stltoday.com/news/local/metro/fda-reverses-course-and-approves-promising-yet-risky-drug-to/article_76c16c61-36f1-52c5-a6c0-da56cc6498d9.html http://www.usatoday.com/story/news/nation/2014/03/13/multiple-sclerosis-lemtrada/6345043/
  14. The obvious answer - insights
  15. Driving more patients to present to their doctors. You don’t have to be the driver of disease awareness campaign – can just join & support others
  16. Providing diagnostic support and information both to patients & HCPS
  17. Helping HCPs get to the right answer quicker & getting input from their network
  18. Providing patients with information and support so they can better manage their disease and adhere to medication
  19. Using social media to find patients, etc.
  20. Empowering patients to take action – e.g. lobby for drug approval
  21. The impact social media can have on corporate reputation – in general but also in a TA